From what I’ve seen there is even more incentive to focus on positive A/B tests. It’s the way you get credit for your work at a company. A negative test is counted as barely anything. So your incentive is to run tons of tests, then cherry pick only the positive ones and announce them widely. Another strategy is to track multiple metrics for each test and not adjust for that when computing p values. But then at the end you only report the one metric that was positive.
https://biggestfish.substack.com/p/data-as-placebo